Ethnography and Mobile Survey That Improve the Customer Experience
The General Mills Foodservice Team wanted to update their outdated baking mix packaging format to better serve the needs of foodservice operators. But what new packaging elements would improve the customer experience?
SIVO Insights simultaneously conducted ethnographic interviews and a mobile survey to fully understand the role of foodservice operators, their work responsibilities and everyday challenges. The operators’ packaging attitudes, routines and preferences were captured through in-depth packaging interactions and recorded via videos and photos.
SIVO Insights identified consumer-led packaging design principles and best practices and uncovered the role of packaging in driving sales with operators. These key findings enabled the General Mills Foodservice team to focus packaging redesign decisions on operators’ wants and needs.